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Strategy vs. business models vs. tactics

Author

Listed:
  • Casadesus-Masanell, Ramon

    (Harvard Business School)

  • Ricart, Joan E.

    (IESE Business School)

Abstract

The notion of business model has been used by strategy scholars to refer to "the logic of the firm, the way it operates and how it creates value for its stakeholders." On the surface, this notion appears to be similar to that of strategy. We present a conceptual framework to separate business model from strategy. Business model, we argue, is a reflection of the firm's realized strategy. We find that in simple competitive situations there is a one-to-one mapping between strategy and business model, which makes it difficult to separate the two notions. We show that the concepts of strategy and business model differ markedly when there are important contingencies upon which a well-designed strategy must be based. Our framework also delivers a clear separation between tactics and strategy. This distinction is possible because strategy and business model are different constructs.

Suggested Citation

  • Casadesus-Masanell, Ramon & Ricart, Joan E., 2009. "Strategy vs. business models vs. tactics," IESE Research Papers D/813, IESE Business School.
    • Handle: RePEc:ebg:iesewp:d-0813
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    File URL: http://www.iese.edu/research/pdfs/DI-0813-E.pdf
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    Cited by:

    1. Bart Verhees & Kees Van Kuijk & Lianne Simonse, 2017. "Care Model Design for E-Health: Integration of Point-of-Care Testing at Dutch General Practices," IJERPH, MDPI, vol. 15(1), pages 1-16, December.

    More about this item

    Keywords

    Business model; Strategy; Competitive dynamics; Interaction;
    All these keywords.

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